Identifying customer needs is the first difficulty a new salesperson faces. Despite all the complexity of this, many even experienced sellers do not appreciate identifying needs. It seems that it could be simpler, ask questions and get the necessary information, but in practice this stage of sales is difficult to master. Let's look at identifying customer needs with example questions.

Funnel of questions

The first thing any salesperson should know about identifying customer needs is what a question funnel is. Not all coaches teach this term. Although in my opinion it is he who fully reflects.

A question funnel is a sequence of asking questions to determine the client’s needs as accurately as possible. First, you need to ask open-ended questions that will allow you to understand what exactly the client is interested in about the product or service. For example, if you ask:

- Tell us why you bought this particular car?

In response, the person will begin to say what is important to him in the car. And he will not mention anything that is not personally interesting to him. As a rule, from 2 to 5 main characteristics of the product are decisive. But as a rule, the client will only mention 2-3 characteristics in his answer, so you need to ask a few more open-ended questions. This will allow you to create a list of what you will talk about with the client and, most importantly, you will understand what should not be mentioned.

IMPORTANT!!! EXCESSIVE QUESTIONS KEEP YOU AWAY FROM THE SALE, WEIGH THE NECESSITY OF EACH OF YOUR QUESTIONS.

Once you understand the client’s range of interests, we begin to ask clarifying questions. They can be open-ended, but closed and alternative types of questions are more often used. You shouldn’t ask too many of them; as a rule, asking 10 clarifying questions is enough. Moreover, the less you ask, the more energy you will have to present the product. This applies not only to you, but also to the client. There are times when a client is so tired of discussing a product that there is simply no emotion left to listen about the product.

When all the questions have been asked, you can draw a kind of line by drawing. This will allow you to once again remind the client what you talked about. Show that you heard him and achieve some kind of agreement to what you said.

Examples of open-ended questions to identify client needs

We have looked at the main types of questions, now you can go directly to sample questions. Let's start with examples of open-ended questions to identify needs.

• What is important to you in a product?
• What will you use it for?
• How will you use it?
• What have you used before?
• What do you like about your product?
• By what criteria do you choose a product?
• Who else will use the product?

Good open-ended questions should get the client to say what's important to them. Such questions begin with the phrases: tell and describe. It is very useful to identify previous operating experience. If it was, then the client will proceed from it. For example, you are selling a TV, you have identified a need and are bringing a Sony to the TV, and the client tells you I had one like this, a TV and it broke. Agree, the situation is not clever, your authority falls in the eyes of the client.

It is also important to understand who will use the product. Often people buy goods not for themselves, but as a gift. In this case, the sale will be conducted completely differently.

Examples of clarifying questions to identify client needs

Each product has its own characteristics that will need to be discussed in any case. Without them, you cannot make a proper presentation. The seller should know clarifying questions well and ask them to all clients. Here's an example of clarifying questions that should be used when selling a washing machine:

• Ask about size. A machine is always purchased for a pre-prepared location, and without knowing the dimensions it is impossible to make a proper presentation.
• Built-in or free-standing. Nowadays, more and more people are choosing built-in appliances and washing machines are no exception.
• Loading. For a large family, a machine with a load of 6 kg or more is relevant.
• Question about the availability of drying modes and spin speeds. Often people have nowhere to dry things and a machine with a dryer or a good spin is very important.
• Find out the color. Modern technology is no longer monochromatic, and if a client selects a machine to match the design, this is important for him.

These are the most basic points, but not all. Make a list of important criteria for your product. This will help you not only choose the right product, but also save valuable time.

Identifying needs for accessories and services

Often the seller has goals to sell not only the product, but also accessories or additional services. The most correct decision would be to prepare the ground for the presentation of these goods and services and ask leading questions to the client. Here are examples of questions that can be asked to identify needs for services and related products using the example of a washing machine.

• Ask about installation and delivery. Are you replacing your old washing machine? Who will do the delivery and installation?
• Washing powder and detergent. What detergent do you use for washing? Have you heard about liquid detergents?
• About descaling cleaners. Do you know how to care for your washing machine?
• About surge protectors and hoses with aquastop. Do you know what is required to install a modern washing machine?

These questions can also be asked during the presentation. Nevertheless, it is worth noting that you need to fill the shopping cart with related products gradually; if you offer all this at the end of the sale, then there is a high probability that the client will refuse something. I offer accessories gradually, you will increase the number of goods in your receipt.

Examples of problematic issues that shape the client's opinion.

There are questions that will help you sell what you need simply by forming the client’s opinion. It is important to understand that the client does not know a lot and needs to use this for... Let me give some examples:

All people complain that clothes are difficult to iron, have you encountered such a problem? – by asking such a question, you will naturally find support from the client. And you can offer him ways to solve this problem. Such problematic questions are very helpful in directing clients' thoughts in the right direction.

Identifying customer problems is very important. You can use questions like: what problems have you encountered? What problems would you like to avoid? What would you like to improve? Once you find out what problems the client is concerned about, you can offer him solutions. In some types of sales, without problem questions there is simply nothing to sell. This type of sales includes and.

The development of commercial activity in any industry primarily depends on the mechanism for building relationships with clients. The role of the client in different periods of social life was ambiguous, since the economic system in each state developed in its own way.

However, the client for any enterprise is a key link, without which the cycle of distribution of goods and services is disrupted. And, in order to increase the number of store visitors or interested parties in a large food outlet, first of all you need to figure out what exactly the client wants?

Before getting acquainted with technologies for identifying buyer needs, let’s return to the origins of the origin of client relationships with manufacturers. So, a client is, essentially, a person who is interested in a specific product and wants to purchase it.

By purchasing a product, he automatically becomes a participant in a large economic cycle, where, depending on demand, the entrepreneur purchases a certain batch of goods and brings it to the consumer. Accordingly, if customers do not buy the product, the commercial cycle is automatically broken.

The above example is the most primitive form of manifestation of the relationship between sellers and buyers. This simple form of relationship was more typical for the Soviet period, where the planned economic system flourished.

With this scheme for the development of economic sectors, the role of the client’s needs was so predictable and limited that the latter went to the store and automatically bought only what was supposed to satisfy his basic needs, without thinking about additional needs.

Examples of open and closed questions to identify needs are discussed in this video:

But progress, as we know, always moves forward and human needs in the 21st century are a completely different direction that must be constantly monitored to increase sales.

A need is a certain group of items that a person needs to satisfy his primary and accompanying needs.

The concept of need is closely related to another term, which on the one hand can be called a synonym, but from the point of view of a more active study it is rather the opposite side.

Needs are what nature itself requires from a person. That is, no one can live without food, water, medicine, etc. A person, in fact, cannot refuse needs - from the moment of birth until death, needs surround all people, and their satisfaction cannot be put on the back burner.

Why is it so important to identify buyer needs?

Indeed, why spend money on entire marketing departments or attract separate specialists who will monitor changes in the needs of various categories of clients?

There are several main reasons that force an entrepreneur at any level to monitor the needs of his clients:

• strengthen your position among competitors;
• sell products that will support demand for the current period. you will learn how to correctly determine the demand for the company’s goods and services;
• increase the number of sales due to a modern response to changes in consumer tastes.

There may be additional reasons, but first of all, any commercial outlet monitors the interests of customers precisely for these three reasons.

A special feature of the process of identifying customer needs is that the company can simultaneously identify the needs of the buyer at several stages of its activities.

The first stage is the development of the concept of the future batch of goods. An example is a large smartphone manufacturing corporation. The standard release period for new smartphone models is one year.

Accordingly, after this period, an entire department of employees must study the needs of the market and, before launching the next product, prepare a report on the direction in which the interests of clients are developing, and where a decline in attention is expected.

The importance of identifying needs already at the initial stage lies in the fact that before the production of a new batch, the enterprise approximately knows which product will be at risk, and which will be sold at a more active pace.

Thus, the likelihood of supplying the market with irrelevant products that can no longer keep up with the changing views of customers is greatly reduced.

After the manufactured product is delivered to the retail outlet, the need to identify the need manifests itself in a different way. That is, the manufacturer, who had some idea of ​​the needs before release, gave only a general picture to the seller.

In turn, the person who sells the product to the end consumer (that is, ordinary customers) must organize the needs depending on the categories of customers. What does this mean?

To begin, the seller determines the general target audience. For example, every student periodically purchases stationery, among which a notebook or pen is in greatest demand.

The seller’s task, before the next purchase of a batch of notebooks, is to divide potential buyers into several groups. In our case, children from school can be divided into two categories:

• elementary school students;
• high school students.

If there are more high school students than children from the junior level, it would be more advisable to purchase a batch of general notebooks with 48 or more sheets. Thus, thanks to the elementary method of dividing the audience into two categories, the seller will be able to significantly increase the liquidity indicator of his product (in this case, sell more notebooks).

Listening to the client is the best method to determine his needs

A person who does not know how to listen and analyze the interlocutor’s position will never be able to predict the client’s needs.

This is a fundamentally important law, because the lion's share of buyers can reveal their cards themselves, and the consultant will have to pass the information received through the prism of his own intelligence.

The most important advantage of listening to the client is that the questions that are asked as the information has already been analyzed will be much more appropriate to the situation than the circumstances that the seller will inquire about “blindly.”

In order for the heard position to be fruitful for determining needs, first of all it is necessary to quickly analyze the essence of the client’s opinion, and for each thought heard, draw up a guiding question so that at the end of the dialogue the client can accurately state his needs.

You will learn what warm calls to customers are and how to identify customer needs with their help.

Types of Customer Needs

Leading economic minds of our time and past years have more than once formulated various schemes for classifying client needs.

However, for a person who is primarily engaged in the sale of purchased goods, a classification model is still important, which highlights the need precisely at the stage of sales of the goods.

• It is generally accepted to distinguish two groups of needs:
• rational;

emotional.

That is, in essence, this is a situation in which the subject cannot distribute his desires - he urgently needs to go into a warm room, otherwise negative consequences may arise for the body. Here is a striking example of a rational need.

When the need for a rational need in a person disappears, a state arises in which the individual wants to gain new impressions, show his authority among his peers, or otherwise stand out.

Experts in the field call it an emotional need that can arise spontaneously. The following emotional needs of the client can be distinguished:

• need for security;
• in comfort;
• in the ability to achieve a certain status in society.

On a note! Most large companies nowadays develop precisely due to the timely and accurate identification of the emotional needs of the client.

Identifying a client's emotional needs is considered a little more difficult than meeting their everyday needs. To be fair, it should be noted that it is not difficult to sell the buyer the bread he came to the store to buy.

Given the nature of the need, he will buy it anyway - without the advice of a consultant.

However, if a certain seller can “arouse” a sense of superiority in a visitor, then instead of purchasing, say, a regular smartphone, he will be able to sell a more expensive model for a little more revenue. Naturally, using certain tricks, which will be discussed below.

You will find out what they are and how they work in the article at the link.

Questions to help identify client needs

The right question, along with constructive dialogue, can play a decisive role in whether an entrepreneur can anticipate the interests of his client in advance.

Types of questions:

1. Closed. Let's say a woman goes into a clothing store and looks at the display of jackets. At this time, the observant entrepreneur asks: “Girl, we have new arrivals from Turkey, can I show you a few jackets?” The visitor is required only to give an affirmative or negative answer without explanation.
2. Open. Example: “What size jacket do you usually wear?”
3. Alternative. They provide a unique choice for a potential client, since here the consultant offers several options at once. Example: “Can I offer a jacket with a hood and the same option without it?”
4. Questions that should prompt the client to answer himself. A striking example: “You need a smartphone mainly for games, the “R” model has a much longer charge, maybe you should buy it?”
5. Rhetorical. Their role is mainly aimed at maintaining the topic under discussion. For example: “I, of course, understand you, are you tired of constantly “watching” the charge level?” The importance of this question cannot be underestimated, since it allows you to maintain the pace of the conversation and not divert the client’s attention to the side.

On a note! The decisive role in whether the consultant can identify the client’s need and force him to purchase the product depends on the correctness of the opening question.

When entering a store or a larger food outlet, people behave ambiguously - the seller’s task is to quickly study the visitor’s temperament and choose the right moment to ask the first question.

At the same time, it is highly not recommended to ask about anything when the client is in the process of observation (that is, studying the product). If the research process is delayed, this most likely means that the buyer is aware - he is familiar with the product, but is trying to figure out some of the details.

You shouldn’t disturb him, but if the person decides to leave, you can ask questions and try to start a dialogue.

What not to do when identifying needs

An incorrect approach to a client puts an end to the consultant’s desire to accurately determine what exactly his visitor wants. On a larger scale, for a large company, failing to identify the needs of the target audience can be fatal.

It is almost guaranteed that profits for the reporting period will decrease, which subsequently causes a wave of negative consequences.

So, where can an error occur when discovering the buyer’s needs? There are several factors:

1. You can't ask the same questions. Even if they are open in nature, you need to ask using different styles.
2. Starting empty conversation. Oddly enough, inexperienced consultants and salespeople, trying to look like a polite person in the eyes of the visitor, listen to meaningless stories that have nothing to do with the issue of identifying needs.
3. Incorrect construction of the dialogue, as a result of which the conversation ends and the client simply leaves the room.
4. Violation of the balance between the procedure for identifying needs and describing the technical characteristics of the product. In simple words, the seller, not having time to really understand what exactly the client needs, begins to delve into the consultation.

Conclusion

People's needs are fluid, requiring sellers to identify the most relevant items to sell. At the same time, it is very important to distribute the identified needs based on the interests of various segments of society.

You can learn how to determine a client's sales needs here:

How to identify and analyze the client's basic needs? Identifying customer needs, studying and assessing them is one of the five stages of sales. It is considered one of the most important if you are aimed at successful and efficient sales.

What is it for

Business trainers often give illustrative examples, teach how to sell by analyzing the client’s needs, but do not always explain why this is necessary to learn. It seems quite simple to understand. If a person wants to buy a TV, it means that his need is this very TV. But in reality this is not the case. The purpose for purchasing this product is deeper than it seems.

One wants to watch series and television programs comfortably. Another needs a home theater to watch movies in high quality. And the third turns on the TV in the morning, getting ready for work. Each of them needs different TVs. This is where the seller must do a quick study of the person’s needs to determine which product is right for him.

It is also worth considering that each client is individual. Some people are ready to pay a hefty sum for a quality product, while others will prefer the most budget-friendly option. Some choose a product based on the prestige of the brand, while others are not interested in this issue.

Needs

Before considering technology for identifying needs, it is necessary to understand what a need is. According to the generally accepted interpretation, this is an internal state of psychological or functional feeling of insufficiency of something, which manifests itself depending on situational factors.

Since need is just a sensation, it is quite unstable and capable of change. A simple example is the need for food. Walking down the street, we may not even think about the fact that we are hungry. But as soon as we smell a pleasant smell from a neighboring cafe or see passers-by chewing a sandwich with appetite, we begin to feel hungry against our will. A professional “sales person” knows how to create a similar need for the goods and services with which he works. This is what sales technique is all about.

A professional “sales person” knows how to create a need for the goods and services with which he works.

What are the needs?

First of all, it’s worth remembering Maslow’s classic pyramid of needs. It may seem that it has nothing to do with sales, but today it is a common practice for catering establishments to actively use food aromas as a method of attracting customers.

Everyone knows that food smells can make you hungry and want to grab a bite to eat. This is further proof that salespeople can successfully influence people's needs. But still, for sales, it is better to arrange the main needs not in the form of a pyramid, but in a list. So, the main needs of the client can be identified:

• Safety.
• Comfort.
• Prestige.
• Reliability.
• Novelty.

Most people are interested in this in almost any product. Therefore, all advertising in the media is aimed at stimulating these needs. A smart salesperson must figure out which items from this list will be most likely to attract his buyer funnel, and, therefore, use the information obtained when making a sale.

How to identify needs

And now we come to the most important thing. At first glance it may seem quite simple. But it should be taken into account that all people are different: some people open up easily and tell the necessary information themselves, while others, on the contrary, have to be purposefully elicited. Different methods must be applied to everyone. But to unify this process there are. And they have a special classification. The following types of questions can be distinguished:

1. Open. A detailed answer is expected to them. Example: “Which pork suppliers does your restaurant work with?”
2. Closed. They are usually answered with “yes” or “no”. Example: “Do you want to increase your sales?”
3. Alternative. When the person asking the question offers several possible answers. Example: “Are you interested in a wide range of products, or are you planning to focus on working with one brand?”

Of course, some buyers can give a detailed answer with all the necessary information to a closed question, but you shouldn’t hope for this. Therefore, the seller should ask as many open-ended questions as possible to obtain the maximum amount of information. To offer a product that is suitable for the buyer, you need to understand what exactly it is and why it is needed. Below is a list of questions that can help you with this:

• For what purposes do you plan to use this product?
• What have you used for this purpose before?
• What would you like to see?
• Describe what you would like.

There are dozens of similar questions, you can use any you like. It is important that these stages of need development be maintained.

The client must speak out

This is also a very important rule. Think about when you feel more comfortable talking to a person. It's right when he listens to you carefully. As a psychologist, for example. The seller is also a kind of psychologist. He, too, must allow his buyer to express his thoughts, which will make it possible to understand the needs. This is called active listening technique. It allows you to build trust, understanding and win over the client. And then he will be happy to listen to you.

Common mistakes

So, we’ve sorted everything out, all that remains is to consider common mistakes. They are:

1. A large number of closed questions. They only make the buyer feel like he's being interrogated.
2. Not all needs identified. To more accurately select a product that suits a specific client, it is necessary to identify all the needs. For an experienced seller, it will not be difficult to formulate them using 5-7 open questions and then a couple more clarifying ones.
3. Insert a product presentation into identifying needs. This mistake is common among sellers with little experience.
4. Interrupt the client. This is disrespect for the client and is strictly prohibited.
5. Allow the client to steer the conversation in a different direction. This needs to be stopped correctly. Remember: time is money.

Constant sales exercise is the key to success.

Eventually

This, like many other sales tools, originates in the service of Western restaurants. The waiter here must say the entire order in order to avoid mistakes and so that the visitor analyzes everything again and does not forget anything.

Ultimately, all these methods are successfully used in sales. Having finished clarifying your needs, you can proceed directly to the presentation of the product.

Identifying client needs always lies at the heart of any sale. In order to sell something, it is necessary to first create a need for it in a person. Purchases are made when a person experiences a lack of something, be it things, emotions, opportunities, and so on. It is quite logical that if the client were not interested in your services, he would not be standing in front of you now. The administrator's job is to figure out during the meeting how best to convert the client's interest directly into a need.

Introduction

As a rule, decisions to make a purchase lie either on a rational or on an emotional plane. In the first case, the guide to action is cold calculation, when a purchase is made on the basis of purely logical conclusions and technical characteristics. In the second case, the client is guided by visual images, sound and/or tactile sensations formed in his mind.

In fact, people come to a fitness club to get a specific visual image that serves as a kind of motivation for them. Most often, overweight people come to the club only when they see a photo of either a beautiful figure or a person who has already lost weight. In turn, the motivation for skinny guys is often photos of pumped up and muscular bodies. This suggests that in both the first and second cases, decisions are often made precisely on an emotional plane.

According to research in the field of sales, there is a fairly specific algorithm of actions that describes the process of making a purchase by a client. First of all, a person mentally imagines that he has already made a purchase, then, in order to justify the need for the purchase, he finds specific arguments in his favor and, in the end, thanks to the fact that he has justified the feasibility of the purchase for himself, he confidently makes it. Again, according to research, the vast majority of people make purchases this way.

Identifying needs

Needs are usually divided into three types: explicit, hidden and unformed. The first ones are the easiest to work with, since during communication the client either talks about them himself or starts doing so after the first leading question. It is more difficult to work with hidden needs, since for one reason or another the client may remain silent about them. These could be various defects in physical development, mental disorders, family problems, financial difficulties, and so on. As for the third category of needs, here we are talking about those images that have not yet been formed in the client’s mind and which, with a skillful approach, are created directly by the administrator. Since he identifies and forms these needs, he also reserves the right to operate with the criteria for their selection.

Without a doubt, the easiest way to identify customer needs is to ask specific questions. They are open, closed, alternative, suggestive and clarifying.

Since questions need to be selected individually for each person, you need to remember that the conversation is controlled by the one who asks them, which means you should always reserve the initiative.

The client’s task in this case is to speak. While he is talking, you should collect as much information as possible about what his goals are, what brought him to the fitness club and how he sees the process of his transformation. At the same time, you need to remember that the conversation should be light and relaxed, which means that it should not be turned into an interrogation, otherwise you will look annoying, the client will get tired of it and the contact established with him may be broken.

Demonstration of participation

• To successfully shape the client’s needs, you must be actively involved in the communication process. The conversation with him must be actively maintained, and this can and should be done using special techniques of the so-called “active listening”. This process implies that without interrupting your interlocutor or interfering in the conversation, you demonstrate to him your involvement and interest in what he is saying. The administrator must show the client that he is listening carefully to what is being said. There are two such methods. Verbal participation.
• You periodically say “yes”, “so”, “got it” and so on. The technique of repeating the client’s last words is also particularly successful. This works as a direct demonstration that you are not only listening, but also remembering what he says. Nonverbal participation.

We are talking about gestures, facial expressions and poses. Avoid closed poses with arms or legs crossed, as this is perceived as closed. Show yourself open to communication, smile and maintain eye contact with the interlocutor.

Hidden needs

• The client looks quite plump, although the reason for visiting the fitness club is not to lose weight. In this case, the need must be formed implicitly. There is no need to talk about the fact that he needs to lose weight or that he will be helped with weight loss here. You just need to insert into your speech the information that exercising at the club helps burn calories.
• The client is interested in the depth of the pool and the availability of a coach, but does not openly say that he may not know how to swim. In this case, during the presentation, it is necessary to unobtrusively provide information regarding the length, depth and number of lanes of the pool, as well as the fact that there are certified trainers in this area who conduct training.
• The client is interested in the age category of club members, but does not openly say that he is looking for a soul mate, business partners, or simply new acquaintances for communication. Here it is necessary to report everything regarding visits to the club and its various zones by clients of the “from and to” age categories, indicating the ratio of men and women.

Formation of needs

Now only when we have figured out how to maintain contact with the client can we move directly to the main task. Strangely enough, needs are also formed by questions. At this stage, the administrator’s task is to use various types of questions to direct the conversation in the right direction, that is, to push the client to certain considerations.

The advantage of generating needs through questions is that, compared to a standard presentation where you offer a ready-made solution, here you give the client the opportunity to formulate needs on their own. In the first case, the client often resists the solution you impose; in the second case, the administrator avoids the emergence of barriers and objections from the client, since he is looking for a solution on his own.

EXPERIENCE. Here is a simple example of a proposal for a ready-made solution and an option with a question. Ready-made solution: “Since you have no experience working out in the gym, I believe you will need a personal trainer.” Here the administrator imposes a decision on the client that he may not like. Variant with the question: “How do you assess your capabilities in terms of independently organizing training?” If a person really has little or no experience, he himself will tell you that it would be nice to work with a trainer. Do you get it? The administrator, by asking a question, forms in the client’s mind the need for classes with a personal trainer.

How to formulate needs correctly

The process of forming needs consists of four successive stages - four questions. First of all, so-called situational questions are used, which are aimed at clarifying the general state of affairs. With the help of these questions, areas of need formation are usually easily probed. When you find such a zone in the client’s response, you need to move on to problematic questions, that is, to those that indicate the presence of an objective problem. Such a question usually helps the client understand that there really is a problem and there is a need to solve it, but is it really that big?

It is for this purpose that the third point is extraction questions, which are needed in order to increase the seriousness of the problem in the client’s mind. Then, once he has realized how serious and big his problem is, we move on to guiding questions. They are needed in order to shape the value and usefulness of the proposed solution. An example of competent need formation is as follows.

• Situational question.“Are you planning to visit a fitness club for fitness classes, in the gym or maybe in the pool?” The administrator forms the criteria for the need, and the client provides the answer: “I am more attracted to the gym.”
• Problematic question.“How would you rate your current level of physical fitness?” The administrator focuses attention on the problem, and the client forms its presence in his mind and answers: “Have you seen this belly? What can we talk about here!
• Extractive question.“How does the current state of affairs affect overall well-being?” The administrator extracts the true scale of the problem, which the client voices on his own: “My blood pressure often fluctuates, I have shortness of breath all the time, and on top of that, my knees hurt.”
• Guiding question.“How could the gym help you solve this problem?” The administrator pushes the client to justify his choice himself, and he answers: “I think, with the help of treadmills and working with a trainer.”

This is certainly a very condensed example of dialogue, but using the right questions in the right sequence can produce phenomenal results in working with clients.

A situational question is used to find a problem. The problematic question focuses attention on it. The extractor increases its significance in the client’s mind. The guide allows him to describe the need to solve it himself.

Often people come to the club who have decided that it would be nice to start visiting a fitness club, but they don’t know why exactly. For clients who, in the process of identifying and forming needs, say something like “I decided to start working out purely for myself” or “I decided to take care of myself,” usually a very ordinary presentation is required. Men are more likely to choose gym memberships, while women are more likely to choose group classes. You can safely offer both of them a swimming pool. In any case, no matter what client you work with, whether he knows why he came or not, your task is to either identify and formulate his need for purchasing a club card, or if it has already been formed, correct it and direct it in the right direction. .

The basis of any action a person is such an objective factor as need. A need can be defined as a need or desire for something that has not yet been received (in our case, not purchased). Different people may have different needs, which, however, can be systematized in a certain way.

As soon as a person satisfies one of the important needs, it ceases to be the main, driving motive for a certain time.

Dominant- the dominant factor, the main feature, the most important component of something.

The consumer remembers only that information that supports his beliefs and currently dominant needs. We can note a whole range of needs that are determined by various types of activities of people at home and at work.

Motive- an internal force that motivates a person to behave in a certain way.

People's motives are based on such fundamental needs as nutrition, rest, spiritual development, working conditions, living conditions and have a strong influence on their behavior. Sometimes motives are called impulses, needs, demands, internal tension, volitional aspirations. In any case, people constantly strive to satisfy these internal, sometimes contradictory, impulses.

An important role in the process of motivation habits, customs, skills, value systems and tastes of consumers play a role. Representatives of each social group and each person develop their own value system in the course of life. For example, for clients under 25 years of age, the bank can develop new loan products with more favorable conditions, but for smaller amounts than for more mature clients. We can separately highlight products for students, and also take into account that consumers of car loans are primarily men.

The customer does not buy the product or service on its own. The client buys a solution to his problems, satisfaction of his needs.

There are 5 basic human needs (according to A. Maslow’s theory):

Physiological needs (food, water, warmth, shelter, sex, sleep, health, cleanliness).

The need for safety and protection (including stability).

The need for belonging to a social group, involvement and support. In this case we are talking about partner, family, friends, intimacy and affection.

The need for respect and recognition (self-esteem, self-esteem, confidence, prestige, fame, recognition of merit).

The need for self-expression (realization of one’s abilities and talents).

Financial security- every person is afraid of poverty and material losses and strives to overcome them. It is expressed in the desire to save and increase wealth.

Emotional safety necessary for a person to feel comfortable.

Need for comfort. As soon as a person reaches a minimum level of security and safety, he begins to strive for comfort. Need for image. The client focuses on the attractiveness and prestige of the product.

Need for free time. People want to relax as much as possible and look for any opportunity to stop work and relax. The same product can satisfy different needs. For example, a bank card. One person uses to withdraw funds. For others, it is an element of image and an indicator of belonging to a certain social group.

If a client purchases something, it means he has an actualized need. Don’t think that when purchasing, only one need will be satisfied. Just one of them will prevail.

Based on these needs, you can formulate a unique selling proposition for the client. And to find out the needs there is the easiest way - ask the client questions.

At the beginning of the meeting, you should not immediately attack the client like a passing train with your product or service. This is ineffective and unprofessional. Offering benefits “blindly” is like shooting in the air. For targeted sales, it is necessary to know the interests and needs of the client in order to offer exactly the benefits of the product that he needs.

Interests (motives for purchasing)- these are the reasons that determine why a client wants to purchase a particular product or service.

Before offering something and convincing of it (that is, immediately giving a lecture about the product), “probe” the client regarding his desire and ability to make a purchase.

Remember: only 20% of buyers know what they need (what product, at what price, for what purpose, and so on), the remaining 80% are in less certain states, they want something, but don’t know exactly what, some thing good product, you need to think about whether it is profitable to invest money in it ( Pareto principle).

Task: listen to the client and identify dominant needs. Ask questions, clarify the information received, retell it to make sure that you understood everything correctly.

Not a single client fully knows what exactly he wants to buy. It often happens that a client buys a product that costs much more than he expected before visiting the store.

Therefore, the seller’s task- listen to what the client wants, and sell him the product that is in stock and at a price favorable to the company. Moreover, we are not talking about deceiving the client at all, as it might seem at first glance. A sales consultant can direct the client’s attention to a more expensive product - a “gold card”, talking about its competitive advantages compared to a cheaper one. But the choice in any case remains with the client.

To identify a need, use the “active listening” technique, when the seller asks several clarifying questions, the purpose of which is to “talk” the client, listen to him carefully, and often nod his head, “assent”, “hoot” - this way you will show that you are listening attentively.

Open questions imply receiving a detailed answer. They cannot be answered in monosyllables, “yes” or “no.” As a rule, they begin with the questions: What? Who? How? Where? How many? Why? Which?

Open questions are needed to:

Obtain additional information from the client;

Create a comfortable situation to maintain contact;

Take the first steps towards identifying a need.

Examples of open questions:

- “What is important to you when renting a safe deposit box?”

- “Tell me, what requirements do you have for this contribution?”

Advantages of open questions:

Encourage the interlocutor to answer without limiting him in anything;

They orient a person to think, analyze his actions, stimulate the birth of thoughts that may not have previously occurred to him;

They give the interlocutor the opportunity to voluntarily convey information, talk freely about their feelings, and comment on events;

They force the seller to listen and observe carefully.

Disadvantages of open questions:

They can provoke a long response, so they cannot always be used under limited time conditions;

Can confuse an interlocutor who is not used to answering general questions;

May cause a confusing and chaotic response that is difficult to understand;

They conceal the need to ask clarifying questions, interrupting the interlocutor, which can offend him and lead to difficulties during the conversation.

It is advisable to ask open-ended questions:

At the beginning of negotiations;

To move from one topic to another;

If you need to make your interlocutor think;

When it is necessary to find out the interests and needs of the client;

If you want to revive and strengthen the energy of the client's awareness of a certain phenomenon;

If you want to determine the reason for the client’s refusals and doubts.

All questions The questions you ask your client should promote constructive communication and be business-like and friendly in nature. A good question asked in a rude manner will not only destroy the established contact, but can also lead to the failure of the deal.

However, open-ended questions allow the interlocutor to avoid a specific answer, provide only information that is beneficial to him, and even lead the conversation aside. Therefore, during a business conversation, it is recommended to ask, in addition to open questions, other questions.

Closed questions should be structured in such a way that the choice of possible responses from clients is limited to two words “yes” or “no”. They limit the field of possible answers. Used for surveys.

Closed questions are good at the beginning of a conversation and in all cases when you simply need to get an affirmative answer or establish specific facts in order to plan your further actions. “Yes” or “No” of the client are peculiar switches of your efforts in the appropriate direction.

Examples of closed questions:

- “Are you satisfied with our offer?”

- “Perhaps you need additional information?”

- “Are you satisfied (suits you, do you like) ...?”

- “Can I proceed from the fact that your final decision depends on clarifying the issue of ...?”

- “Would you mind if...?”

A closed question should be asked if:

Your partner is very reserved and does not actively support the conversation;

You need a short, unambiguous answer;

You want to quickly check your partner’s attitude towards something;

You hope by asking a series of closed questions to obtain the information you need;

You want to make sure you understand the other person correctly.

Closed questions can also be used to encourage positive responses from the client by appealing to generally accepted values.

For example: “Would you like to have reliable guarantees?”, “Quality is important to you, isn’t it?”

This technique is useful when the client is negative, has doubts, or simply does not have enough information to make a decision. The consent obtained in this way softens his attitude to always tell you “no” or “I don’t know.”

Closed questions are high-risk questions. They impose additional obligations on the client, and he does not like this. Therefore, they are not recommended to be asked at the initial and final stages of the sale, or should be done with extreme caution.

A very common situation is when, when a client enters, the salesperson asks: “Can I help you with anything?” And in most cases, the client answers “no,” although he may need help.

A type of closed question is a “tailed” (leading) question. This question guarantees a “yes” answer, since it assumes a programmed answer in the direction you want.

This question consists of 2 parts:

The first part includes a statement that any normal person would agree with;

The second part is different types of interrogative connective

Examples of “tailed” questions:

- “Nobody wants to overpay, right?”

- “Would you mind if we look at another option?”

- “Are you interested in purchasing a quality product?”

In sales, it is very convenient to first use open-ended questions (they allow you to find out whether the client is interested in your offer), and then end the sale with closed questions (they specify the expressed interest).

Ask questions in short and clear terms (the shorter the question, the more likely it is to be answered).

So that questions are not perceived as prosecutor's interrogation, soften them by intonation, as well as with the help of introductory words-shock absorbers: “Please tell me how ...?”, “Could you clarify what ...?”) Sometimes it is appropriate to first ask permission to ask questions: “Can I Shall I ask you a few questions?”

Be sure to wait for the answer to your question, Never interrupt a client’s pause yourself. This is his problem of “thoughtfulness”, and for you it is an opportunity to get the most useful information. So be patient and wait! Do not violate the “moment of truth”, while showing maximum respect for the client.

Monitor the construction of questions. Don't question a person's competence. For example, you ask a client if he is familiar with planning methods. On the one hand, you didn’t ask anything offensive, but on the other hand, you questioned his competence in this matter. And he can hear it, on a subconscious level. Reframe the question: “What planning methods do you prefer to use?”

When asking questions, do not follow the client’s lead and do not impose your opinion on him. Be his friend, guide and consultant.

Alternative questions (choice without choice) suggest several (usually two) possible client responses, each of which suits the seller.

Alternative questions can be successfully used at any stage of the sale. For example, using alternative questions on a neutral topic, you can get your interlocutor talking and unobtrusively identify his needs.

Examples of alternative questions:

- “Will you draw up the contract yourself or let our specialists do it?”

- “Would it be convenient for you if we make an appointment on Wednesday or Friday?”

By asking alternative questions, the salesperson can focus the client's attention on two or more options. This makes the decision easier and makes the selection process easier.

Alternative questions use:

When summing up intermediate and final results;

When discussing plans for further work;

To encourage indecisive clients to make a decision;

In order to reassure the client and allow him to choose the best option for further action.

When formulating alternative questions, it is very important to offer the client options that are truly acceptable to him. Otherwise, the client may mistake this seemingly harmless alternative question for manipulation.

The fact is that with the help of an alternative question, the client is programmed in a certain way for the choice procedure, becomes locked into this process and rarely realizes whether he needs to make a choice at all.

Even fairly psychologically literate clients do not always realize the veiled manipulation at the time of sale.

Of course, if the client is completely uninterested in your product, no manipulation will help you. And if the client understands the difference between the products offered, then this is not manipulation at all, but only a way to slightly push the client to make a decision.

To identify client needs, the seller asks him questions. Suggestive questions are deliberately constructed in such a way that the client, when answering them, agrees with the statement voiced by the seller.

Typically, leading questions are asked when attempts are made to somewhat veil it so that the client does not understand that he is being pressured.

But a competent client may suspect that they are trying to manipulate him, and a leading question may cause internal resistance in him.

Examples of leading questions:

- “You know, this is usually what they do in this case, and you will probably agree...”

- “What if we assume...”

- “You will, of course, agree that...”

- “You probably don’t want…”

- “If I understand correctly...”

- “Are you sure that...”

Leading questions are distinguished by a special interrogative intonation and usually include the words:

Of course, isn't it, too, really, isn't it.

To summarize the conversation, when the client is likely to give an affirmative answer;

If you want to bring the conversation back to business with a talkative client;

If you are dealing with an indecisive client;

If you need to force the client to confirm his belief in the profitability of your offer (if you talk about it, the client may doubt it; if the client says it himself, he will believe it).

When asking a leading question to a client, always address him by name:

- “Elena Arkadyevna, doesn’t what I offer you coincide exactly with your interests?”

- “Sergei Ivanovich, aren’t you with the fact that...?”

- “Besides, Anna Valerievna, you and I are probably unanimous in our opinion that...?”

You should not ask leading questions when you are analyzing the client's needs, since they do not provide new information.

With the help of leading questions you can see and understand client's wishes and needs. Moreover, all decisions that the client makes under the influence of questions asked by the seller logically follow from his own reasoning.

The leading question sounds very intrusive. It almost forces the client to acknowledge or agree with the seller's statement. Therefore, you need to use leading questions with extreme caution. And don’t forget to make sure that the question asked evokes a positive reaction from the client.

Clarifying (half-open) questions involve receiving short, laconic answers from the interlocutor. They should be asked if you are not sure about something or if you have doubts whether you understood the client correctly.

Purpose of clarifying questions- restore omitted information, find out the interlocutor’s personal understanding of some issue, double-check what he said during the conversation.

Clarifying questions are necessary to:

Get specific information;

Specify customer need;

Bring the client closer to a purchase (to completing a transaction).

Clarifying (half-open) questions include the words:

- “Do I understand correctly that...”, “Why?” - one of the best clarifying questions, “That is, ....”,

- “You mean...”, “You mean...”.

Examples of clarifying (half-open) questions:

- “Do I understand you correctly that you would like to buy a gift for your wife?”

- “Please tell me how much you would like to spend? I ask this question in order to choose the most optimal option for you.”

You paraphrase the client's statement and clarify whether it was understood correctly. The interlocutor will confirm or refute your doubts and may provide additional information.

Do not hesitate to ask clarifying questions if you do not understand something or are in doubt. Believe me, the client will not think badly of you. Rather, you will give the impression of a person who strives to thoroughly understand the issue and not miss important points in the conversation.

It is very important for the seller be able to listen and hear the client, then the client has confidence that his information was received correctly. In addition, active listening makes it possible to align the positions of the seller and the client.

And finally using active listening technique, the seller stimulates the client to further conversation.

Rules for active listening:

Friendly attitude. React calmly to everything the other person says. Do not allow yourself to make personal assessments or comments on what was said.

Don't ask questions. Build sentences in the affirmative form. Pause periodically and give the other person time to think.

Don't be afraid to make wrong assumptions about the feelings experienced by the interlocutor. If something is wrong, the other person will correct you.

Maintain eye contact. Let your eyes be at the same level as the other person's.

If you understand that the interlocutor is not in the mood for conversations and frankness, then leave him alone.

Active listening techniques:

"Echo" reception- verbatim repetition by the seller of the main points expressed by the client. Repetition begins with introductory phrases:

“As far as I understand you...”, “Do you think that...”, “Do you want to say that...”, “In your opinion...”

Summary- summing up all intermediate agreements or combining the speaker’s thoughts into a single semantic field into a single semantic field:

- “Thus, we found out that the important criteria for you when choosing are...”

- “Summarizing what you said, we can come to the conclusion that you would like...”

- “So, you are interested in...”

- “The most important thing for you in choosing this product...”

- “So, we have decided - one..., two..., three... And now we just have to decide the last question: when will you purchase this thing and enjoy its quality. Because I see you liked her.”

Logical consequence- drawing a logical consequence from the client’s statements, further developing the meaning expressed by the client:

- “Based on what you said, product warranties are important to you...”

- “If I understand you correctly, it is important for you that we deliver the goods to your warehouse...”

Clarification: you ask to clarify certain points of the client’s statement:

- “This is very interesting, could you clarify...”

- “If I understand you correctly, you think that...”

- “Could you clarify what it means to you... (fast, expensive, high quality...)”

- “If it’s not a secret, on what basis did you come to this conclusion?”

- “Please be honest with me, what doesn’t suit you completely? (Are you in doubt about something? Is something bothering you?).”

Listening (empathy)- this is joining the interlocutor on his emotional (empathy) level to create a trusting relationship with him through the most accurate reflection of his feelings, emotions and experiences.

On the verbal level:

- “In your words, I felt doubt (anxiety, mistrust, concern...).”

- “It seemed to me (it seems to me) that you were excited about something.”

- “I see that something is bothering you (Is something preventing you from making a decision? Maybe you need additional information?).”

Take pauses, take your time with questions, let the client speak or inspect the product.

Use encouraging statements:

I absolutely agree with you

You noticed correctly,

This is very important (interesting)

Wow! Did not know! If possible, tell us more about this. It is very important for me!

At the non-verbal level, you need to join your interlocutor using:

Facial expressions reflecting the speaker’s feelings (indignation, anxiety, surprise, fear...);

Mirroring gestures, slang, intonation;

Correct eye contact;

Feeding the body forward;

Attentive facial expression.

Use these simple active listening techniques in your work to make your work with clients more effective.

Sales script

A sales script for banking products and services is a certain sequence of actions of a bank manager, a kind of scenario for selling banking services, a pre-prepared step-by-step plan, the goal and main task of which is to conclude a transaction with a client.

Very often, bank scripts are developed for a specific product, promotion, etc. For example, there is a script for communicating with a client for the purpose of selling a consumer loan, credit card, deposit, or non-state pension fund agreement. In addition, cross-selling scripts and cold calling scripts to clients in order to offer bank services are very common.

In addition to the global goal, scripts solve the following tasks:

Increases the confidence of sales managers;

Allow you to quickly navigate and be prepared for any answer or question from the client;

They help you think through the main points of the conversation and your behavior at key points in advance.

To write an effective script, or scenario, for sales of banking services, it is important to adhere to the following recommendations:

1. Before drawing up a script, determine a clear goal, which banking product and which target client you will offer, write down the main properties of this product and translate them into benefits for the client (use benefit language: property - characteristic - benefit);

2. Write a script for each stage, think through different options for the client’s response to your questions and be sure to indicate the actions of the bank manager in each scenario. This is necessary so that the manager is prepared for any “turn of events.”